The social marketing of insecticide-treated nets (ITNs) in Kenya.

The goal of social marketing is to promote healthy behavior among low-income and underserved people in order to increase their standard of living and quality of life. Social marketing utilizes a variety of private sector practices such as commercial distribution of branded health products and services and mass media as well as a range of behavior change communications (BCC) techniques to achieve this goal. Social marketing projects encourage private sector distribution networks to make needed health products available to low-income people at subsidized prices through both traditional and nontraditional outlets (e.g. kiosks and market stalls). Products are sold rather than given away because social marketing relies on the private commercial sector to deliver these health products and services. A price even a small one can provide the wholesalers and retailers with profit that motivates them to provide the widest possible product distribution. (excerpt)